The global economic downturn has taken its toll on industries across the globe, and the mobile and wireless communications industry is no exception. In the European market, which is highly saturated and competitive, mobile network operators (MNOs) are in a survival of the fittest battle to maintain and expand their market share. On the fringes of this battle are new entrants, challenging established MNOs to stay in the game. The question is whether or not there is space for these new entrants in an established market, especially during these economic times, when smaller companies could be viewed as potential acquisition targets.